Apple TV Turns 19: From 'Hobby' to Streaming Hub & New Model Rumors

The Apple TV's journey, from a niche 'hobby' to a central component of the Apple ecosystem, offers a fascinating glimpse into the future of television.

Mar. 22, 2026 at 7:04am by Ben Kaplan

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Nineteen years ago, Apple CEO Steve Jobs unveiled the 'iTV,' which would later become the Apple TV. Initially a companion to the newly released iPhone, the Apple TV has evolved from a device focused on streaming iTunes content to a fully-fledged entertainment hub with an App Store and 4K support. Today, the Apple TV is positioned as a premium option, prioritizing ecosystem integration and powerful hardware, as it looks to the future of gaming, home automation, and spatial computing.

Why it matters

The Apple TV's transformation from a niche 'hobby' to a central component of the Apple ecosystem reflects the broader shifts in the entertainment and technology industries. As streaming becomes increasingly dominant, the Apple TV's ability to seamlessly integrate with Apple's services and ecosystem puts it in a strong position to compete with other streaming devices in the premium market.

The details

The original Apple TV, launched in 2007, was focused on bringing users' iTunes libraries to their TVs. Over the years, it has evolved, removing the hard drive and shifting to streaming in 2010, and then introducing the tvOS and App Store in 2015, transforming it into an entertainment hub. The latest 4K model, released in 2022, is powered by the A15 Bionic chip and tightly integrated with Apple's broader services, such as TV+, Arcade, and Fitness+.

  • The original Apple TV, dubbed the 'iTV,' was unveiled by Steve Jobs at Macworld Expo in January 2007.
  • The first Apple TV model was released in March 2007, priced at $299 with a 40GB hard drive and support for 720p HD resolution.
  • In 2010, the hard drive was removed, and the focus shifted to streaming content.
  • The introduction of tvOS and the App Store in 2015 was a turning point, transforming the Apple TV into a fully-fledged entertainment hub.
  • The third-generation 4K Apple TV model was released in November 2022, powered by the A15 Bionic chip.

The players

Steve Jobs

The co-founder and former CEO of Apple, who unveiled the original 'iTV' (later renamed Apple TV) at Macworld Expo in 2007.

Apple TV

A digital media player and microconsole developed and sold by Apple Inc. that allows users to stream content from various online services, including Apple's own services, to a television or other display.

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What’s next

Rumors suggest a new Apple TV model is on the horizon, expected to feature a faster chip and Apple's custom N1 wireless chip for improved Wi-Fi and Bluetooth connectivity. This could pave the way for enhanced gaming capabilities, tighter home automation integration, and support for immersive spatial computing experiences.

The takeaway

The evolution of the Apple TV from a niche 'hobby' to a central component of the Apple ecosystem reflects the company's ability to adapt to changing consumer preferences and technological advancements in the entertainment industry. As the Apple TV continues to integrate with Apple's broader services and ecosystem, it remains positioned as a premium streaming device that can compete with other market leaders.